- Apple rumored to be working on an AI search tool
- Feature expected to launch in 2026 and could be powered by Google
- iPhone 17 expected to be unveiled next week
Apple is said to be working on an AI-powered search engine that could be powered by Google, according to a top insider.
Mark Gurman, Bloomberg's Apple expert, reports Apple is "planning to launch its own artificial intelligence-powered web search tool next year, stepping up competition with OpenAI and Perplexity AI Inc."
This comes following previous reports that Apple was looking into potential opportunities to improve its AI offering, following the disappointing launch of Apple Intelligence nearly 12 months ago.
Gurman has spoken to "people with knowledge on the matter" who claim the project is being called "World Knowledge Answers" and it will be integrated into an upgraded version of Siri.
According to the report, some executives call the upcoming software an "answer engine," and Apple is "aiming to release the service in the spring."
From Gurman's article, it sounds like World Knowledge Answers will work similarly to ChatGPT search or Google's AI Mode, allowing users to ask Siri for answers and listen as the voice assistant responds.
Interestingly, Gurman claims the technology that's said to power this new feature could be powered by Google. He claims, "The companies reached a formal agreement this week for Apple to evaluate and test a Google-developed AI model to help power the voice assistant."
This would come as no surprise, especially considering previous reports that Apple was interested in implementing Google's Gemini AI model into Apple Intelligence.
The Intelligence we've been waiting for?
Gurman says the "new search experience will include an interface that makes use of text, photos, video, and local points of interest, according to his sources. It will also offer an AI-powered summarization system designed to make results more quickly digestible and more accurate than what’s offered by the current Siri."
While this sounds incredibly promising, it's worth taking with a grain of salt, especially considering Apple's previous track record with launching AI-powered features. While Gurman is usually very accurate with his reports, so many things can change during the development of a product that is rumored to launch nearly 12 months from now.
Apple is gearing up for its biggest week of the year when it reveals the iPhone 17 on September 9, and while we don't expect to see much from Apple Intelligence at the event, maybe the Cupertino-based company has an AI surprise lined up.
Time will tell if this AI-powered Siri search engine comes to fruition, but considering the increase in popularity of generative AI tools, I suspect it could be a massive hit.
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